I have 6 computers in the house - 2 have ASROCK mobos, 2 have ASUS mobos, 1 MSI and 1 Gigabyte. When you compare "failure rates" of these major manufacturers, they are all really close. Performance metrics of these mobos are close as well.
As for one being "better" than the others....I would say that most of it will be personal opinion...all product good quality and good performance - the real trick here is going through the features of each mobo and doing an exact comparison of what is included with the mobo and the capabilities.
A mobo that is $250 can't be compared to the one that is $125 - the feature set will be quite different. They use different chipsets (audio, LAN, SATA, RAID, etc.,) and have different capabilities when it comes to OC'ing the processors, installing SLI/Crossfire GPUs, etc.....Usually the higher the price, the better components and features are installed (not allways).